NEW
YORK, Dec. 6, 2023 /PRNewswire/ -- AdTheorent
Health, a division of AdTheorent Holding Company,
Inc. (Nasdaq: ADTH), a programmatic digital advertising leader
using advanced machine learning and privacy-forward solutions to
drive advertiser outcomes, today announced that it has earned
Neutronian's NQI Data Quality certification, awarded to companies
that maintain the highest standards of data quality, privacy, and
transparency. AdTheorent Health received Neutronian's NQI Data
Quality certification for its groundbreaking algorithm-based,
ID-independent Health Audiences, powered by HABi™.
Using the most comprehensive, primary-sourced health dataset in
market, HABi enables health advertisers to research, create and
activate ID-independent health audiences in one platform.
Advertisers can explore de-identified health records in
real time based on diagnosis, procedures, prescribed medication,
healthcare specialty and many other attributes. Based on the
attributes selected, users can see a variety of health Insights,
such as top diagnosis, top prescribed medication, top procedures
performed, age, gender, and geographical breakdown, and then
correlate such insights with available targetable digital media.
This allows advertisers to create and activate custom health
audiences on the platform that are tailored to their unique
objectives. These AdTheorent Health Audiences are ID-independent,
privacy-forward and fully customizable with the highest performance
in market.
To become Neutronian Certified, AdTheorent Health underwent a
comprehensive audit of the processes, procedures and data used to
build AdTheorent Health Audiences. The "Certified
by Neutronian" badge, supported by proprietary and innovative
data-evaluation procedures, helps brand and agency marketers
identify top-quality, privacy compliant datasets to use for their
marketing efforts. For buyers of marketing data, Neutronian
certification provides transparency and clarity with an independent
verification of data quality. This eases the data vetting burden on
buyers and helps high-quality data providers stand out from the
rest.
AdTheorent Health went through a Neutronian's rigorous audit
process covering five main categories of data quality, privacy and
transparency including:
- CONSENT & COMPLIANCE
- Consent standards and opt-in/out process
- Privacy and compliance disclosures (ex. GDPR, CCPA,
etc.)
- SOURCING TRANSPARENCY
- Data sources and data capture mechanisms
- Transparency of data sources and data use details
externally
- DATASET CHARACTERISTICS
- Type(s) of dataset – deterministic and/or modeled
- Data cleansing practices – de-duplication, removal of
fraudulent data, etc.
- METHODOLOGY &PROCESSING
- Data processing and retention controls
- Statistical methodology utilization – modeling, weighting,
etc.
- PERFORMANCE
- Methods used to evaluate data accuracy
- Frequency of evaluating data performance
AdTheorent Health exceeded all Neutronian Certification
criteria, providing marketers the confidence that AdTheorent Health
Audiences, built by HABi, have been qualified through an extremely
comprehensive and in-depth audit of data sources, processes and
privacy compliance.
"Having the highest standard of data quality, privacy and
transparency is particularly important in the healthcare industry
and we are honored that AdTheorent Health Audiences, built by HABi,
received the Neutronian NQI certification," said Jim Lawson, CEO of AdTheorent. "AdTheorent
Health Audiences represent a groundbreaking approach to audience
creation, and this certification validates AdTheorent's position as
a leader in privacy-forward and industry compliant healthcare
solutions."
"We are pleased that AdTheorent Health has earned Neutronian
Certification for its prioritization of data quality, privacy, and
transparency," said Lisa Abousaleh,
CEO and co-founder of Neutronian. "AdTheorent Health's transparent
approach to audience creation, utilizing de-identified health data
that is then correlated to real time programmatic signals, allows
health marketers to achieve their desired advertising outcomes in
the most privacy-forward way possible – this is a tangible
differentiator in the health advertising ecosystem."
To learn more about AdTheorent Health, please visit
AdTheorentHealth.com
About AdTheorent
AdTheorent (Nasdaq: ADTH) uses
advanced machine learning technology and privacy-forward solutions
to deliver impactful advertising campaigns for marketers.
AdTheorent's machine learning-powered media buying platform powers
its predictive targeting, predictive audiences, geo-intelligence,
audience extension solutions and in-house creative capability,
Studio AT. Leveraging only non-sensitive data and focused on the
predictive value of machine learning models, AdTheorent's product
suite and flexible transaction models allow advertisers to identify
the most qualified potential consumers coupled with the optimal
creative experience to deliver superior results, measured by each
advertiser's real-world business goals.
AdTheorent is consistently recognized with numerous technology,
product, growth and workplace awards. AdTheorent was named "Best
Buy-Side Programmatic Platform" in the 2023 Digiday Technology
Awards and was honored with an AI Breakthrough Award and "Most
Innovative Product" (B.I.G. Innovation Awards) for five consecutive
years. Additionally, AdTheorent is the only seven-time
recipient of Frost & Sullivan's "Digital Advertising Leadership
Award." AdTheorent is headquartered in New York, with fourteen locations across
the United States and Canada. For more information,
visit adtheorent.com.
About Neutronian:
Neutronian is a SaaS company
providing the industry's most comprehensive approach to data
privacy and quality verification. Using a standard evaluation
framework, Neutronian produces independent data privacy "credit
scores" and in-depth data quality certification. These solutions
provide marketers with the transparency they need to confirm that
their data and inventory partners are privacy compliant and ensure
that their campaigns are running in privacy safe environments. High
quality, privacy compliant data providers that work with Neutronian
to improve their data privacy scores or achieve certification can
be rewarded via faster sales cycles and increased customer trust.
For more information, please visit neutronian.com.
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SOURCE AdTheorent Health